After much speculation, gossip and a fair bit of testing, Instagram has finally launched video ads.
Instagram users will now see 15-second video ads in their news feed.
At time of writing brands launching video ads include Disney, Activision, Lancome and Banana Republic.
According to AdWeek, Instagram is initially offering advertisers fairly basic options for targeting ads based on users' age, location and gender.
Over the past year Instagram has been baking sponsored images into news feeds, which have been designed to integrate with the organic stream.
The challenge for brands will be to create video ads that fit in with Instagram's aesthetic, rather than content produced in the traditional TVC model.
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